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Great post Eric, and the comments are really useful as well. I like the healthy eating analogy, but think it's more than a choice between 'either' (coke) 'or' (orange juice). To extend the analogy a bit further, there are lots of different food and drink types (e.g. fruit juice or soft drink), and many individual items within those broad headings (e.g. orange juice, apple juice, coke or pepsi). Social media measurement depends on lots of variables like type of organisation, market it operates in, existing and potential customer demographies, the social platforms they use etc. I don't profess to be an expert, but in case it's of interest, I had a go at blogging about measuring social media: http://markbraggins.com/getting-the-measure-of-social-media/It's written in a public sector context, but I think many of the issues are basically the same